7‑Eleven Launches Digital Coffee Rewards Program

7-Eleven launched a coffee loyalty program this month that awards a free medium coffee after the sixth java purchase.The “Every 7th Cup Free” rewards program works in tandem with the retailer's mobile application, which carries a digital coffee punch card and offers a personal bar code for customers to present at check out. Each coffee purchase automatically earns a "punch," with the sixth one triggering a digital coupon for a free medium coffee. The punch card is reset once the coupon is redeemed.In stores, window posters, frame toppers and counter clings encourage customers to text "brew" to a promotional number to download the app and join the loyalty program. A promotional page on 7-eleven.com supports.7-Eleven further underscored the loyalty program’s launch by offering small coffee beverages for 50 cents from Sept. 3-14 as part of a “50 Years of On-the-Go Coffee” campaign, which highlights the chain's 1964 launch of coffee in to-go cups. Outdoor banners, window clings and countertop signs plugged the deal in stores. Elsewhere, a home page carousel ad, Sept. 8 Facebook and Twitter updates, and a 15-second TV spot supported.7-Eleven also deployed a two-sided countertop sign with dual messages: one side announced that the 7-Eleven app’s digital coupons and coffee rewards program are “temporarily unavailable” while the other explained that they're "up and running." (See Related Images at right.) The sign was likely created in case the retailer experienced another hiccup with its mobile app as it did in July, when the app had problems producing the digital coupons promised to consumers as part of the retailer's July 11 "birthday" celebration.

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